Big 12 announces sponsorship deal with SONIC Hard Seltzer
The Big 12 on Thursday announced that the league has partnered with an Oklahoma City-based company to make SONIC Hard Seltzer the official hard seltzer of the conference. The seltzers are licensed under the Sonic restaurant brand, and the flavors of the various beverages are based on the popular soft drink flavors that Sonic offers.
The company making the drinks is COOP Beverage Works, a subsidiary of COOP Ale Works, according to the press release. They will have exclusive use of Big 12 and related branding to market SONIC Hard Seltzer under the terms of the sponsorship.
“We’re thrilled to partner with the Big 12 Conference,” said COOP Beverage Works President Sean Mossman said via a Big 12 press release. “On the heels of our continued expansion into 39 states and being recognized as one of the top 10 fastest selling seltzer brands, we’re excited to deepen our product integration responsibly within the Conference and with its fans of legal drinking age.”
As for the flavors, there are currently only eight varieties of SONIC Hard Seltzer: Ocean Water™, Melon Medley, Mango Guava and Orange Pineapple, Cherry Limeade, Original Limeade, Classic Lemonade and Lemon Berry.
The Big 12 is ‘open for business’ with a new comissioner
During his opening comments at Big 12 media days, new league commissioner Brett Yormark made his stance known of where the Big 12 stands in the frenzy that is college football realignment. He said the conference is “open for business” and his top goal as commissioner is to bring value.
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“One thing is for sure: The Big 12 is open for business,” said. “We will leave no stone unturned to drive value for the conference.
Yormark doubled down, saying the upcoming media deal is the most crucial aspect when discussing the future of the Big 12. He said nothing will be more important than making sure the conference positions itself correctly for upcoming negotiations.
“One thing is crystal clear,” Yormark began. “There is no higher priority than to best position the Big 12 for its upcoming multimedia rights negotiations. Everything we do must create momentum for these negotiations. As well as building the value of the Big 12 brand and business.”